Although the balance sheet may not even put a value on it, a company's brand or its portfolio of brands is in many cases its most valuable asset, accounting for as much as 70 per cent of a firm's market value in some cases. This book argues that because of this and because of th…
Industry professionals and scholars in academia have probed the question of how best to engage audiences. Social media has facilitated various business opportunities as well as provided organizations with platforms through which they can engage their stakeholders. A key issue su…
"Destination branding and marketing form the backbone of tourism industry growth, but it is increasingly important that the strategies employed consider and promote sustainable solutions. This book provides a comprehensive set of tools and techniques for branding and marketing f…
"Destination branding and marketing form the backbone of tourism industry growth, but it is increasingly important that the strategies employed consider and promote sustainable solutions. This book provides a comprehensive set of tools and techniques for branding and marketing f…